Owner Mark Cuban has accepted Dairy Queen's offer to manage a branch for a day, but that's not where the new relationship stops.

Cuban is negotiating to make Dairy Queen a full-time Mavericks sponsor after saying NBA director of officials Ed Rush wasn't fit to manage the restaurant.

"DQ means disqualification, so we're trying to figure out something for when someone on the other team fouls out," Cuban said, comparing the concept to the chalupa coupons passed out when the Mavericks score 100 points at home and win.